T. Bettina  Cornwell Author of Evaluating Organization Development

T. Bettina Cornwell

University of Oregon

T. Bettina Cornwell (Ph.D. in marketing, The University of Texas) is the Edwin E. and June Woldt Cone Professor of Marketing in the Lundquist College of Business at the University of Oregon. Her research focuses on marketing communications, and in particular corporate sponsorship, marketing strategy, and consumer behavior. Her work often includes international and public policy emphases.


Previous Academic Positions:
 Professor of Marketing and Sport Management, The University of Michigan, Ann Arbor

Research/Teaching Awards:
 Recipient, Distinguished Career Contributions to the Scientific Understanding of Sports Business, American Marketing Association, Sport and Event Marketing Special Interest Group, 2009

Areas of Research / Professional Expertise

    Areas of Expertise: 
, Corporate Sponsorship, 
Public Policy, 
Sports Marketing

Personal Interests

    Cycling, Skiing, Swimming and carb loading before each.


Featured Title
 Featured Title - Sponsorship in Marketing: Cornwell - 1st Edition book cover


Journal of the Academy of Marketing Science

Corporate sponsorship as an image platform: understanding the roles...

Published: Mar 10, 2014 by Journal of the Academy of Marketing Science
Authors: Pappu, Ravi and T. Bettina Cornwell

Studies have shown that the fit between a sponsoring brand and the sport, art, or charity sponsored influences outcomes such as brand awareness and image. This research adds the role of sponsor–sponsee similarity to the discussion of fit. The authors argue that similarity interacts with fit when conditions evoke suspicion or disrupt typical inferences regarding sponsorship relationships.

Psychology & Marketing

Memory for Sponsorship Relationship: A Critical Juncture in Thinking

Published: Mar 05, 2013 by Psychology & Marketing
Authors: Cornwell, T. Bettina and Michael S. Humphreys

We explore memory for sponsorship relationships. The aim is to codify our progress to date in measuring memory-related sponsorship outcomes, to identify where shortcomings in our understanding remain and to move toward more complete and explanatory models of sponsorship effects.

European Journal of Marketing

Celebrity Endorsement, Brand Credibility, and Brand Equity

Published: Mar 10, 2011 by European Journal of Marketing
Authors: Spry, Amanda, Ravi Pappu and T. Bettina Cornwell

This research examines the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub‐brand) employed by the endorsed brand on the endorser credibility‐brand equity relationship are also to be examined.

Journal of Advertising

State of the Art and Science in Sponsorship-linked Marketing

Published: Mar 10, 2008 by Journal of Advertising
Authors: Cornwell, T. Bettina

This is a stock-taking paper in the area of sponsorship-linked marketing. First offered is a summary of the development of sponsorship as a mainstay of marketing communications. Arguments for the entrenchment of sponsorship in a new evolving indirect marketing mix are made. Progress in understanding the art of management and the science of communications measurement are then examined. Finally, a brief research agenda is described.